According to the province’s website, “British Columbia is the most ethnically diverse province in Canada. Almost 30 percent of British Columbians immigrated to B.C. from another country…. Multiculturalism is a way of life in B.C.“ Thus, STIBC plays a key role in facilitating communication. Their branding needed greater coherence in order to reflect their important work of bringing clarity and understanding between people of different language groups.

Because nobody’s message should be lost in translation.